Posted on: Sunday, November 14, 2004
Local radio stations stick with family-friendly format
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| • | In radio, it's all about the numbers |
By Wayne Harada
Advertiser Entertainment Writer
Chuck Cotton, general manager of KSSK and Clear Channel Hawai'i, said there's been a renewed push to market his stations, especially KSSK, as family-friendly.
"We've been doing (family programming) for some time now, but since indecency became a Clear Channel issue, we've been emphasizing KSSK as a safe (haven) for families listening to the radio," he said. "We don't want you to wince or be embarrassed. We don't want a child asking, 'What does that mean, Mommy?'"
Visionary's Jeff Coelho said while Stern's radio show has not aired here, even when satellite does eventually make its way to Hawai'i, there is no guarantee he'd find an audience here.
Advertiser library photo • Aug. 20, 1998 T.J. Malievsky, vice president and general manager of Salem Media of Hawai'i, said his cluster of stations — which specializes in wholesome programming, conservative news and religious format — has been aggressively targeting family audiences and attracting satisfied advertisers in the process.
"There has been positive over-all reception to our mix," said Dave Serrone, general sales manager for Salem Media. "Our family-friendly approach seems to be paying off; others are following in our footsteps."
Among Salem's clients is HMAA (Hawaii Management Alliance Association), an insurance company that has upped its spots on KHNR, the conservative talk station.
"We feel that our partnership with KHNR is valuable, because we share the same niche market," said Nicole Pang, HMAA marketing director. "HMAA is a family-run business, and KHNR shares the same ideas about family ideals. The radio station has allowed us to spread our message and achieve our goal of generating business along the lines of family values. The station has provided us with a branding opportunity."
About 35 percent of HMAA's advertising budget is earmarked for radio, about 10 percent for TV and the bulk to print, Pang said.
Advertisers hope to be in sync with stations, said Jeanine Mamiya-Kalahiki, marketing manager of Zippy's. The restaurant chain has built a solid relationship with Perry and Price, who meet every morning at the Vineyard Boulevard branch to plan their morning shows. "By the time they sit down, they'll have their food ready," she said of the rapport established between restaurant help and the broadcasters over the years.
Mamiya-Kalahiki said Zippy's endorses the family-friendly nature of the morning duo and "their station is noncontroversial. We don't have to worry about anything Perry and Price might say," she said. And when they mention products or specials and talk about them on the air a lot, we know people are listening because we get reaction," she said. "They are heard."
Earlier this year Clear Channel Communications dropped shock-jock Howard Stern from its Mainland stations. For KSSK, the move reaffirmed the station's programming philosophy.
Chuck Cotton
"I honestly don't think Howard would play well here," he said. "He's OK for cable TV (on E! Entertainment). But this is a more or less reserved market."
Clear Channel, which owns KSSK, dumped Howard Stern from its Mainland stations because of sexually explicit material on his show.
